Tayburn is overhauling confectionery brand Chewits’ logo, packaging and website.
The consultancy scooped the contract to act as the sweet’s brand guardian about a month ago, following a creative credentials pitch against about three other consultancies.
Sales of the chewy sweet have sagged in the face of new competition, prompting Italian manufacturer Leaf to appoint Tayburn to re-engage its target audience of pre-teens.
Tayburn plans to redraw the Chewits motif and mascot, Chewie the Chewasaurus, which the group’s account director Joy McCallum says has become ‘dated and too young for today’s target audience’.
‘The use of mascots in the children’s market can be very difficult,’ says McCallum. ‘They have to be compelling enough to form a relationship with [children] while respecting the role of parents.’
The first relaunched pack is due out in April, resurrecting the 1990s ice-cream flavour as a limited edition, in response to a recent blogging and social networking campaign.